Yahoo Exchange Policies

Yahoo is committed to providing a transparent marketplace.

Fee Transparency

Yahoo does not charge any hidden fees or buy-side fees to buyers.

Buyers do not pay above their bid price.

Yahoo charges publishers a fee to make their inventory available through our marketplace.

Ad request transparency

Yahoo provides information on the following attributes in each bid request:

• Publisher ID
• Required video fields
• Placement and tag IDs
• Transparent floors (when consented to by the publisher)
• Transparent domains (when provided by the publisher)

Transparent change notification

Any material changes or modifications to the marketplace design that may alter performance for buyers are communicated in advance of going live within a reasonable timeframe.

Purposeful ad request duplication

We do not purposefully duplicate ad requests in our system, nor do we send ad requests for the same impression opportunity simultaneously with alternate floors EXCEPT for PMP/Deal ID opportunities that require different floors set for different priorities (outlined in Pre-Auction price floors section above).

We may send multiple ad requests for the same impression sequentially if the first request did not fill.

Non-purposeful ad request duplication

Header bidding supply often results in duplicate ad requests for the same ad impression opportunity across different Exchanges. Yahoo does not de-duplicate this supply, but complies with applicable industry standards (such as the inclusion and population of the transaction id [BidRequest.source.tid] or other mechanisms) to aid the decisioning for our buyers.

Location data modification

Yahoo does not make any material modifications to location data measurement between those values reported by the host device OS and those sent to the DSP.

The following covers some key details into our marketplace dynamics across our exchange platforms, based on the questions we’ve received from buyers.

Buyer Preferencing

For auctions in the open marketplace, Yahoo treats all bids equally and does not apply preferences to bids, but publishers themselves may apply preferences such as blocking specific DSPs or advertiser domains from bidding on their inventory.

Auction types and signals

A bid request passes the applicable auction type and deal type in the applicable fields of the request based on IAB standards.

Bid caching

Yahoo does not cache bids. Bids are only used for the auction for which they were submitted.

Arbitrage

Yahoo does not itself arbitrage inventory from another exchange to make available to buyers. However, we cannot enforce this principle for third-party sellers who make their inventory available on our exchange.

Post-Auction price floors

Yahoo does not modify price floors post-auction to influence the clearing price.

Pre-auction price floors

We may apply price floors under the following circumstances:

• PMP/Deal IDs may have alternative floors set for different priorities.
• Price floors may be customized or adjusted pre-auction on behalf of, or at the instruction of, a publisher, based on a variety of factors, including, for example, the value of a particular user, location, website/app, marketplace, and prior bidding behavior.

Yahoo is committed to ensuring that its exchange platforms provide quality inventory for its buyers. To meet this commitment, Yahoo vets inventory from its exchange platforms, implements proprietary and third-party technologies that are designed to minimize fraudulent activity, and provides an anti-fraud program as further described below.

Supply verification

Yahoo manually audits and approves new publishers (including direct publishers and networks), applications, and sites before allowing them to be integrated into our exchange platforms.

Supply filtering

Yahoo uses a combination of proprietary and third-party anti-fraud solutions that are designed to detect Sophisticated Invalid Traffic (SIVT) and General Invalid Traffic (GIVT) across our platforms.

Our solutions cover all ad formats across desktop and mobile web, as well as mobile in-app. Currently, we do not filter CTV supply, but expect to do so in 2019.

We evaluate all inbound requests and apply pre-bid filtering on non-human traffic, bots and spiders, known fraudulent URLs, and known pirated apps.

We also analyze post-serve impression and click data to identify fraudulent behavior and utilize this data to enhance our pre-bid filtering.

Masked domains

Yahoo does not send bid requests for masked domains that are not associated with the end publisher site destination.

Seller blocking policy

Yahoo has a policy for policing publishers on our exchange platforms. In our discretion, we may terminate our relationship with a publisher if they violate the terms of our agreement.

Anti-fraud program

Yahoo offers DSPs an anti-fraud program using our proprietary invalid traffic technology, TalonPro, and any MRC-accredited vendor as benchmarks. Buyers should work with their DSPs to determine eligibility and process for claiming any refund under the anti-fraud program.

Ads.txt

Yahoo supports the use of ads.txt.

We require our exchange platforms to be listed in ads.txt file where a file is present.

Where no file is present, we mark the supply as uncategorized and DSPs are given the option to target or block the supply.

Where supply is unauthorized, the Yahoo Video Exchange blocks supply for all buyers, while the Yahoo Exchange allows DSPs to make the determination.

Prohibited Content

Publishers are prohibited from providing the following Content (or links to Content) in our marketplace. Yahoo requires a publisher to ensure that its inventory does not contain any material in the following categories:

• Sexual Content
• Misleading Content
• Offensive Content
• Weapons and Violence
• Banned Substances
• Copyright Protection
• Illicit Content
• Viruses/Spyware/Malware
• Adware
• Bulk Marketing/Spam Marketing
• Collection of Personally Identifiable Information
• Embargoed or Sanctioned Products/Services
• Family Planning
• Financial Content
• Gambling
• Uncontrolled or Un-moderated User Generated Content

More information about our onboarding policies and our publisher requirements can be found at the following link: Publisher Policy.